Doctors walking down a hallway

Hospital | Service Line Campaign

Catholic Medical Center

Overview

Catholic Medical Center (CMC), a prominent healthcare institution, sought to enhance its online presence and engage with a broader audience. The CMC team selected EVR Advertising to revamp the insititution’s digital marketing strategy due to EVR’s proven track record in healthcare marketing and its expertise in crafting compelling online campaigns.

Challenge | Objective

CMC’s New England Heart and Vascular Institute (NEHVI) needed a campaign that would solidify its position as the foremost heart care provider in northern New England, distinguishing itself in the competitive landscape of local and Boston-area hospitals while reinforcing CMC’s core brand identity centered around compassionate excellence.

CMC Creative

Strategy Approach

NEHVI was positioned as an innovative leader in delivering compassionate heart care. The campaign focused on education about the specific treatments offered, highlights of technologies and procedures that NEHVI was “first” to deliver and patient testimonial stories.

Tactics

Messaging

To emphasize the NEHVI firsts and the importance of heart care, a message of “First at Hearts and Second Chances” was woven throughout the campaign. The CMC campaign tagline was adapted from “Where Heart Meets Health” to “Where Heart Meets Innovation” to give NEHVI its own voice while aligning with the familiar master brand.

Media

A robust mix of traditional and digital channels ran throughout the campaign, driving traffic to the custom “firsts” landing page countoncmc.org. Channels included print, radio, video, digital display, social and paid search.

In Numbers

9.6%
Click-through rate on paid search ads
1997
"Find a Provider" page visits
12.5%
Engagement rate on paid social assets